The #2 Website Redesign Mistake

We gave you our #1 Mistake, now let’s talk about #2:

Replacing your whole website instead of just fixing what is broken.

Let me give you an example of what I mean: We can only park 1 car in our garage because we have so much stuff stored in it.  Plus, our garage door opener sometimes works and sometimes doesn’t. Winter is coming and we need to get both cars in the garage.  What do we do?

1. We can tear down the garage and build a new bigger, better garage.  This way we can re-design it with more space to accommodate both our expanding stuff and the cars, and since everything will be brand new, no more problems with the garage door opener!
2. We can clean out the garage so we can park both cars in there this winter and replace the garage door opener.

What would you do?  Replace it or fix it?

Replace or Fix?

The same is true for your website.   When you have problems with your website you have a choice; you can replace your whole website or you can fix your current one.  Problems such as a new graphical look, more compelling home page, reorganization of product categories (or sub-categories), more persuasive content, can usually be handled without scrapping your current site.   These problems and many others can be accomplished through a rigorous test and fix program.

Testing and Fixing Your Website

Fixing your website involves testing, analytics and usability, but primarily testing.  Using your analytics program (such as Google Analytics), we determine which of your pages are not converting as well they could.  Pages are then selected for testing.

Next we create a new version of the current page.  We add a new image; change colors or buttons; or write a more persuasive product descriptions or call to action. Then we test the current version of the page against the new version.  During the test, some of your visitors will see the current page and some will see the new page. The test results will show you which page they liked better, the current page or the new one.

At the end of the test you’ll be able to determine which version converts the most visitors into customers or leads. If the new page increases your conversion rate you replace your current page with the new page.  You can either continue to test the new page, making changes to improve its conversion rate even more, or, if you’re satisfied with the results, you can move on and test a different page.

A Site Designed by Your Visitors

A rigorous test and fix program will have your visitors picking the pages that work best for them.  In effect they continually participate in the design of your website. The result for you will be a higher conversion rate, which translates into more leads, more sales, and more revenue; a win-win situation for you and your customers.

Is Testing and Fixing Right for Every Situation?

Are there times when a test and fix program doesn’t work?  Yes.  For example: You have outgrown your current shopping cart.  It can no longer handle your volume at peak selling times.  Your website and shopping cart are a package and can’t be separated, so you can’t change your shopping cart without replacing your whole site.

Fix Often and Replace Rarely

It’s a rare problem that requires a complete replacement of your website.  Most problems can be solved by testing and fixing.

Want to read more?  The #1 Website Redesign Mistake

Contact us today for a free fix-it consultation.